Sony 2012 Annual Report Download - page 62

The Great East Japan Earthquake Relief Eorts
Emergency relief
Immediately following the earthquake, Sony extended
emergency financial aid and supplies to NGOs/NPOs
engaged in relief activities, and established collection points
for donations from employees and customers around the
world. Financial support provided by the Sony Group totaled
approximately 2.0 billion yen, including donations from
approximately 74,000 Sony employees in more than 50
countries and territories and approximately 300,000
customers worldwide.
Employee volunteer eorts
As of the end of fiscal year 2011, more than 1,000 Sony Group
employees had participated in volunteer relief eorts in areas
affected by the earthquake. Sony called for interested
employees to take part in cleanup efforts, community relief,
support for children and other initiatives. In addition, concerned
employees continue to organize and implement volunteer
programs by themselves.
Emergency Relief
In the event of a major catastrophe or crisis situation,
Sony seeks to assist humanitarian relief ef forts in a
manner that befits the nature of the event and its impact
on the region in which it occurred. In fiscal year 2011,
Sony extended emergency assistance in the aftermath of
the Great East Japan Earthquake, the floods in Thailand
and neighboring countries, and other events.
The Great East Japan Earthquake, in particular,
affected Sony sites in Japan, including employees and
their families, as well as many Sony stakeholders,
suppliers and local communities. The Sony Group rallied
its capabilities to support a variety of relief eorts, some
of which are described below.
Photograph taken by one of the children who participated in EYE SEE TOHOKU, a digital photography project for children implemented in partnership with the
United Nations Children’s Fund (UNICEF) in support of recovery eorts after the Great East Japan Earthquake
© UNICEF/Japan 2011/Kaoru Sano
Medium- to long-term support for recovery eorts
In June 2011, Sony joined forces with the NGO Save the
Children Japan to establish the RESTART JAPAN Fund, with the
aim of assisting children in earthquake-devastated areas, in
line with the philosophy that has guided Sony since its
founding: “For the Next Generation.”
The fund was established using a portion of the donations
collected from within the Sony Group following the earth-
quake, as well as funds raised through a charity event, sales
of a charity single and photo book and donations of “Sony
Points” by customers in Japan.
Activities supported by the fund include a Sony Science
Program designed to support children at a number of earth-
quake-aected schools. The fund has also supported a digital
photography project for children and an exhibit of the photo-
graphs. Additionally, April 2012 marked the star t of the
Achieve Your Dreams project, which aims to help children
affected by the disaster in realizing their dreams and over-
coming the challenges they face. The project will assist
schools and communities with eorts to resume local sports
and cultural activities that had been interrupted by the earth-
quake with the idea that the return of active, happy children
will help to reconnect and revive communities.
Flood Relief Eorts in Thailand and Neighboring Countries
In response to the floods that hit Thailand and neighboring
countries in 2011, Sony donated 30 million yen to assist relief
and recover y ef forts in communities af fec ted by the
disaster. In addition, donations were collected from Sony Group
employees in Japan, Singapore, Malaysia, Thailand and else-
where, with contributions matched by the Company through
a matching gif t program. Sony employees in Japan also
collected clothing, shoes, towels and other much-needed
emergency supplies—approximately 25,000 items, in total—
for their colleagues and the communities in Thailand aected
by the floods.
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